Laneige announced on the 10th that it has been selected as the official amenity partner for Etihad Airways, the national carrier of the United Arab Emirates (UAE). This partnership will showcase Laneige's flagship skincare products through the airline's new premium in-flight amenity kits, thereby positioning the brand in a unique global travel context.

The amenity kits will be rolled out in phases starting in the summer season of 2026, targeting premium cabin passengers. This development not only enhances Laneige's visibility among affluent travelers but also signals a broader strategy of penetrating the high-end travel market, which is increasingly prioritizing wellness and skincare.

Laneige's offer will include its Water Sleeping Mask and Lip Sleeping Mask, formulated to maintain skin comfort in the demanding environment of long-haul flights. This targeted product selection reflects an understanding of customer pain points, enhancing brand relevance in the travel sector.

Choi Pil-kyung, Vice President of Amorepacific's Laneige unit, emphasized the significance of being the first Korean beauty brand to collaborate with Etihad Airways. By adapting Laneige's skin barrier science to the in-flight environment, the partnership aims to ensure passengers can feel comfort and energy throughout their journey—a strategic move that could drive customer loyalty and repeat purchases among global travelers.

Arik De, Chief Revenue and Commercial Officer of Etihad Airways, commented on the meticulous design of the in-flight experience, stating that the collaboration embodies both companies' shared values of innovation and premium service. By integrating Laneige's skincare offerings into its new amenity kit, 'Destination Collection', Etihad aims to enhance overall flight satisfaction, aligning with emerging consumer preferences for wellness-focused travel solutions.

This partnership marks the first involvement of any Amorepacific Group brand in a global airline amenity program, and Laneige plans to leverage this opportunity to continuously expand its brand experience across various lifestyle domains. The partnership is expected to serve as a barometer for future K-beauty initiatives in overseas retail and travel experiences.